Fazer Leipurit turns breadmaking into slow TV across Helsinki Metro screens

In a world dominated by fast edits, short clips and endless scrolling, Finland’s beloved Shop-in-Shop bakery brand is inviting people to slow down – and simply watch bread rise.

Fazer Leipurit faces a challenge: while many supermarket bakery sections rely on parbaked frozen dough, Fazer operates a network of in-store artisanal bakeries where bread is genuinely baked from scratch on site. Yet consumers remain skeptical. Can “freshly baked” really mean freshly baked?

To prove it, Fazer Leipurit launched an overnight livestream directly from one of its in-store bakeries. Broadcast simultaneously on social media and digital billboards across Helsinki metro stations, the campaign transformed the quiet craft of breadmaking into a hypnotic Slow TV experience – continuing into peak hours of the morning commute – where transparency itself became entertainment.

“The beauty of the concept is that the product truth itself becomes the content. As consumers are being more careful with their spending, premium brands need transparency to justify their superior quality. We made that the gist of the creative idea: it’s the process that makes the product unique, so let’s show it exactly as it is”, say Maria Kuorikoski and Mikko Roininen of Helsinki-based agency SEK, the creatives behind the campaign.

The livestream solves a brand problem

The livestream follows bakers as dough is mixed, shaped, proofed and baked, uninterrupted and unfiltered. Viewers can also interact with the bakers through live social media prompts and challenges during the stream.

“Instead of compressing the process into a 15 second ad, we wanted people to experience the craft in real time. Breadmaking is naturally slow, tactile and visually calming. Once you start watching, it’s surprisingly hard to stop”, Kuorikoski and Roininen add.

By bringing the bakery process onto both public DOOH screens and social platforms simultaneously, the livestream turns product transparency into a shared live media experience.

The event was streamed live from 10 PM on May 20 until 10 AM on May 21, 2026

• on selected digital out-of-home screens across Helsinki metro stations
• on Instagram at @FazerSuomi and on TikTok at @FazerLeipurit

CREDITS

Client: Fazer Leipurit
Communications Director: Tarja Kuusela
Senior Marketing Manager: Virva Rantala
Brand Manager: Henry Ahlavuo
Senior Marketing Manager: Annika Paakkinen
Senior Specialist, Consumer Experience: Lydia Järvinen
Area Manager: Pekka Matikainen
Senior Project Manager: Tuija Aho
Senior Development Manager: Tarju Pajula
Baker: Susanne Fellman
Baker: Samuli Malmi
Baker: Tea Petinpuro

Agency: SEK | Part Of GREY
Account Manager: Meri Manner
Creative Director: Heli Roiha
Project Director: Inka Kosonen
Copywriter: Maria Kuorikoski
Art Director: Mikko Roininen
Senior Social & PR Creative: Julia Ruuskanen
Social Creative: Anastasia Selezneva
Creative Developer: Sakari Kimmo
Producer: Lauri Aalto
Editor: Markus Hyvärinen

Partners: WPP Media, Reload Media

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